It seems that’s what they’re saying, unfortunately. The webinar of the FTC guy with Jim Edwards indicates after “a year or two.”

I agree that it seems testimonials should be a snapshot in time. I wonder if putting dates on any endorsements would be more “truth in advertising.” A client of mine lists dates next to all the case studies on its website. Maybe companies just need to do that from the outset, instead of going back and verifying. But I’m not sure that would be OK under the new guidelines.

Thanks,
Casey

I mean, seriously? Did I interpret that correctly? Why isn’t it legitimate to look at that testimonial as a snapshot in time, always accurate for the time it was written? How long is a testimonial considered valid?

You’re very welcome! I had to sit down and really try to understand it all myself to realize it’s not the end of the world as I know it.

I think the FTC will be plenty busy with gross abuses of this. The honest businesses, if they are somehow in violation, will have time to learn what’s OK and what’s not.

Thanks!

PS – Very cool about your horse!

Wow. Thank you. I appreciate the effort you put into this generous, informative post. I immediately followed the link to the FTC guidelines. As I read I started to calm down. It seems to me those businesses that have made it a habit to function with an honest level of integrity and transparency have nothing to worry about. Conversely, those who need to be most careful are those that have repeatedly distorted the truth about their products and services. Digging deeper, it’s these unsavory practices that have contributed to consumers’ general lack of trust in marketing. And I agree with you, case studies/success stories are an excellent and logical answer.

P.S. Kami–I’m also an equine lover (have an off-track thoroughbred I train for eventing). Congrats on your new venture!

Thanks for your comment! It took me a while to sort through all the info to write it.

Congrats on your new plan! That sounds like a really perfect fit for you. Please keep me on your email list for updates, communications, etc.

All the best,
Casey

BTW – Over the last month, I’ve come to the decision to strike it out on my own doing leadership/team development consulting and coaching. My offerings will help create collaboration amongst diverse groups and teams, helping them create a shared vision of the future. The goal of my programs is to establish an aligned purpose for inspirational breakthroughs. In addition, I have taken on a select group of life coaching clients, with a focus on defining their dreams and creating a pathway forward. A unique aspect of my business is that I will incorporate a mixture of Appreciative Inquiry, and in some instances nature and equine guided learning. It’s truly a dream-come-true for me – combining all of the things I loved best in the corporate world with my passion for nature and horses, and I’m ecstatic about this new journey I’m on. Official launch won’t be until March 2010, but I am able to take on a few clients before then if you know of anyone interested. I’ll keep you informed as things get closer to launch!